Metros in the cities are offering an inventive platform to advertise a brand. In busy and traffic stricken cities Metros play an important role for daily commuters. Capitalizing on this, many brands are using this medium to market themselves. The recent example of this can be seen in the Mumbai Metro. Real estate player Rustomjee has used floor graphics and other innovations inside the rakes of a train. The campaign is handled by Times OOH which depicts the different amenities available at the Rustomjee Urbania Township.
The creative give the commuters an inside look at the facilities available at the township, such as, library, swimming pool, green stretches, basketball court, among others. The branding has been done on Train no. 8 that runs between Versova and Ghatkopar. The inventive floor wrap has been made in such a way that each compartment has a different look – swimming pool, mini golf course, and basketball court and football field. The walls of the train also complement the effect and showcase images that highlight the concept of living in large, green, open spaces where ‘childhood’s available’ for every child who lives there.
The train runs travels from 5.30AM to 11.30PM, in that duration the train completes 25 rounds of the circuit. This innovative initiative will go on for 55 days. Percy S. Chowdhry, Director, Rustomjee Group, said of the initiative, “We at Rustomjee are indeed proud to present this initiative on the Mumbai Metro. The Metro is a much-needed infrastructure in our city and marks a step towards further progress. Rustomjee also strives to innovate and improve the lifestyle experience for the residents of all our projects. The In-Metro branding is our way of bringing the township experience to the commuters of the Mumbai Metro.”